Jacksonville, Florida, February 3, 2026
JWB Real Estate Capital has finalized a $17 million renovation of the historic Greenleaf & Crosby Building in downtown Jacksonville, transforming it into a modern office and retail space while maintaining its architectural heritage. Originally built in 1927, the building now features a mix of office, restaurant, and retail areas, supporting local businesses and community engagement. With this restoration, JWB reinforces its commitment to revitalizing downtown Jacksonville’s historic landmarks and contributing to the local economy.
Jacksonville, Florida
JWB Real Estate Capital has completed a $17 million historic preservation of the century-old Greenleaf & Crosby Building, now serving as its new headquarters in downtown Jacksonville.
The 12-story building, located at 208 N. Laura Street, was originally constructed in 1927 for the Greenleaf & Crosby jewelry company. It is listed on the National Register of Historic Places and is designated as a local historic landmark. The restoration project aimed to preserve the building’s architectural heritage while adapting it for modern use.
JWB Real Estate Capital purchased the building in 2022 for approximately $7 million and invested an additional $17 million in renovations. The company relocated its 120 employees to the restored space, occupying multiple floors of the building. The renovation included updates to mechanical systems and the retention of historic architectural features, resulting in 44,000 square feet of office space and 11,000 square feet of restaurant and retail space available for lease.
The ground floor features the Oak Steakhouse, which is currently under construction, and the HiReformance Institute, Downtown’s first Pilates studio. Future tenants include a basement speakeasy and bar. The building’s restoration underscores JWB’s commitment to long-term investment in downtown Jacksonville and the preservation of its historic structures.
The Greenleaf & Crosby Building was designed by the architectural firm Marsh & Saxelbye and is one of the few remaining examples of mixed-use commercial buildings constructed in downtown Jacksonville after the Great Fire of 1901. The building’s restoration contributes to the revitalization of the Laura Street corridor and enhances the vibrancy of downtown Jacksonville.
Key Aspects of the Restoration
The $17 million investment by JWB Real Estate Capital not only reflects a robust commitment to revitalization but also showcases the benefits of private investment in preserving historical landmarks. Such initiatives emphasize the importance of balancing modern needs with historical significance—a prime example of entrepreneurs taking the reins to enhance community value.
Creating Vibrant Spaces
The restoration of the Greenleaf & Crosby Building is expected to infuse new life into the downtown area. By incorporating modern amenities while honoring the past, JWB Real Estate Capital is setting a positive precedent for future developments in Jacksonville. This approach encourages further entrepreneurial ventures that contribute to the overall economic growth of Duval County.
Community Engagement and Economic Growth
The introduction of new businesses, such as the Oak Steakhouse and the HiReformance Institute, fosters a sense of community and attracts both residents and visitors to the area. This influx of business activity aligns with broader economic trends showing that thriving neighborhoods are critical to the success of small businesses, which are the backbone of the local economy.
The Historical Significance of the Building
The Greenleaf & Crosby Building is not just an architectural gem but a significant part of Jacksonville’s history. It serves as a reminder of the city’s resilience after the Great Fire of 1901 and now symbolizes modern entrepreneurial innovation directed towards historic preservation.
The Future of Downtown Jacksonville
The strategic investment into the Greenleaf & Crosby Building exemplifies how collaborative efforts between private entities and community stakeholders can revitalize and transform urban spaces. As Jacksonville continues to grow, initiatives like this one will undoubtedly pave the way for a strong economic future that embraces both innovation and historical integrity.
Conclusion
The restoration of the Greenleaf & Crosby Building is an exemplary case of how private investment can revitalize historical landmarks while promoting local economic growth. As Jacksonville continues to evolve, supporting small businesses and historic preservation efforts will play an essential role in shaping the community’s future. Residents and stakeholders are encouraged to engage with and support these developments to ensure a prosperous economic environment for all.
Frequently Asked Questions (FAQ)
What is the Greenleaf & Crosby Building?
The Greenleaf & Crosby Building is a historic 12-story structure located at 208 N. Laura Street in downtown Jacksonville, Florida. Constructed in 1927 for the Greenleaf & Crosby jewelry company, it is listed on the National Register of Historic Places and designated as a local historic landmark.
Who is JWB Real Estate Capital?
JWB Real Estate Capital is a Jacksonville-based real estate investment and property management firm. The company specializes in the acquisition, renovation, and management of residential and commercial properties, with a focus on revitalizing historic structures in downtown Jacksonville.
What renovations were made to the building?
The $17 million renovation of the Greenleaf & Crosby Building included updates to mechanical systems and the preservation of historic architectural features. The project resulted in 44,000 square feet of office space and 11,000 square feet of restaurant and retail space available for lease.
What businesses are located in the building?
The ground floor of the building features the Oak Steakhouse, currently under construction, and the HiReformance Institute, Downtown’s first Pilates studio. Future tenants include a basement speakeasy and bar. JWB Real Estate Capital occupies multiple floors of the building as its new headquarters.
Why is the building significant?
The Greenleaf & Crosby Building is significant for its architectural heritage and its role in the revitalization of downtown Jacksonville. Designed by the architectural firm Marsh & Saxelbye, it is one of the few remaining examples of mixed-use commercial buildings constructed in downtown Jacksonville after the Great Fire of 1901.
Key Features of the Greenleaf & Crosby Building Restoration
| Feature | Description |
|---|---|
| Location | 208 N. Laura Street, Jacksonville, Florida |
| Original Construction | 1927 for the Greenleaf & Crosby jewelry company |
| Restoration Cost | $17 million |
| Office Space | 44,000 square feet |
| Restaurant and Retail Space | 11,000 square feet |
| Ground Floor Tenants | Oak Steakhouse (under construction), HiReformance Institute (Pilates studio) |
| Future Tenants | Basement speakeasy and bar |
| Historic Significance | Listed on the National Register of Historic Places, designated as a local historic landmark |
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Author: STAFF HERE JACKSONVILLE WRITER
The JACKSONVILLE STAFF WRITER represents the experienced team at HEREJacksonville.com, your go-to source for actionable local news and information in Jacksonville, Duval County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Jacksonville Jazz Festival, Riverside Arts Market, and World of Nations Celebration. Our coverage extends to key organizations like the Jacksonville Chamber of Commerce and JAXUSA Partnership, plus leading businesses in logistics, healthcare, and entertainment that power the local economy such as CSX Corporation, Baptist Health, and VyStar Credit Union. As part of the broader HERE network, including HEREOrlando.com, HEREStPetersburg.com, HERETallahassee.com, and HERETampa.com, we provide comprehensive, credible insights into Florida's dynamic landscape.
